D’ANIELLO LAUNCHES ITS NEW FRAGRANCE “SCUGNIZZ*”

D’aniello is proud to announce the launch of its new fragrance, Scugnizz*, a project that pays tribute to the lively and rebellious spirit of Naples. A scent that blends tradition, character, and modernity, creating a unique olfactory identity and pyramid.

To celebrate the release of Scugnizz*, D’aniello unveils a photography campaign that captures the essence and identity of the city it is dedicated to—Naples—created by the talented young photographer Gesualdo Lanza.

Scugnizz* is a unisex fragrance designed for those who love to stand out beyond labels, celebrating the freedom to express oneself through a scent without boundaries. This project encapsulates the rebellious and lively essence of the streets of Naples, with a fragrance that speaks and tells the stories hidden within the city’s narrow alleys. The top notes of iris, lavender from Grasse, and black pepper open the perfume, giving it the same bold and spirited character as a cheeky young “scugnizzo.” The heart, with nutmeg and cedarwood, evokes the strength of the bonds that define the relationships in this city, while the base notes of leather, tonka bean, and Pierre d’Afrique seal the fragrance with a rich and sensual accent.

The Campaign and the art Gesualdo Lanza

To visually tell the story of Scugnizz*, D’aniello entrusted the vision of Gesualdo Lanza, a photographer known for his ability to blend technique and storytelling. With a background ranging from fashion photography to contemporary portraits, Lanza brings to life a dynamic visual language that remains minimalist, where light, contrasts, and transparency take center stage. The campaign interprets the vibrancy and authentic essence of the fragrance with images that feature intense contrasts. Each shot becomes a narrative, a tribute to the personality of those who choose to stand out. The bottle itself, with its essential and elegant design, was created to offer a luxurious experience, ensuring that even the act of wearing it feels like a special moment. This is achieved through details that make all the difference, such as a steel plaque engraved with the “D’aniello” brand and the magnetic cap.

Scugnizz* is more than just a fragrance: it is an olfactory journey that celebrates tradition, rebellion, and modernity, capturing the timeless soul of a city.